News

(Est. 2019) "Bscly makes products that simplify the little distracting things in life. From clothing kits to self-care essentials. That way, you can leave a little more space upstairs for wondering... pondering... thinking about your ideas. Bscly, busy minds need simple things. We began with
“bsc nstnct”

(Est. 2019) "Bscly makes products that simplify the little distracting things in life. From clothing kits to self-care essentials. That way, you can leave a little more space upstairs for wondering... pondering... thinking about your ideas. Bscly, busy minds need simple things. We began with one universal outfit, sustainably and simply designed to go everywhere your ideas take you. Each kit comes in an earth-friendly sugarcane* box."

* "Sugarcane is biodegradable, compostable and eco-friendly. It's harvested and regrows, fully, every year, capturing more CO2 from the atmosphere. Because it regenerates, it's a renewable material that will never run out. Sugarcane also does this really cool thing where it helps bring nutrients back to the soil it's planted on, even depleted pastureland. It's a material that goes beyond not doing harm--it actually does some good."

Design by
In-house

Related links
N/A

Images (opinion after)

Logo.
The kit.
The box.
The bag.

Opinion
If you thought removing one vowel from a word to turn it into a business name was a dying trend, think again because bscly has removed ALL three vowels from “basically”. Sure, I get the concept that removing the vowels and maintaining the readability of the word is a metaphor for their product, which is about boiling down an outfit to its most basic form, but it’s still a little eye-roll-y. The logo is typeset in out of the box Lineto Brown so, in principle, it’s fine and it also supports the notion of basic-ness but, yeah, that's all there is to it… Lineto Brown, typeset. I think some kind of gesture to contradict or to spin the name/concept would have been more interesting. The packing is pretty nice, no doubt, in part thanks to the kind of oversize pill shape of the box and its rugged texture. The logo looks pretty good debossed and the tape adds some welcome texture. I don’t know how feasible it is for constant shipping and packaging but I like the alignment of the tape’s design and how the white box that holds the text “THE FOUNDATION KIT” sits right on the rounded corner of the top of the box. Overall, this delivers on its promise of a barebones, design-y product with a barebones, design-y identity with the structural package itself as the more interesting aspect of the whole thing. Intrigued by them sweats tho.

One of the unanswered questions from the recent Los Angeles Rams redesign was how will the iconic helmets look with the new swirly design? Not bad, apparently, as demonstrated by the recent release of the new uniforms.
Visit Link
One of the unanswered questions from the recent Los Angeles Rams redesign was how will the iconic helmets look with the new swirly design? Not bad, apparently, as demonstrated by the recent release of the new uniforms.
http://feedproxy.google.com/~r/ucllc/brandnew/~3/GtHTS3k7Eic/butting_heads.php
https://www.underconsideration.com/brandnew/archives/butting_heads.php
Fri, 05 Jun 2020 06:38:17 -0600
https://www.underconsideration.com/brandnew/archives/butting_heads.php

(Est. 2019) "Bscly makes products that simplify the little distracting things in life. From clothing kits to self-care essentials. That way, you can leave a little more space upstairs for wondering... pondering... thinking about your ideas. Bscly, busy minds need simple things. We began with
“bsc nstnct”

(Est. 2019) "Bscly makes products that simplify the little distracting things in life. From clothing kits to self-care essentials. That way, you can leave a little more space upstairs for wondering... pondering... thinking about your ideas. Bscly, busy minds need simple things. We began with one universal outfit, sustainably and simply designed to go everywhere your ideas take you. Each kit comes in an earth-friendly sugarcane* box."

* "Sugarcane is biodegradable, compostable and eco-friendly. It's harvested and regrows, fully, every year, capturing more CO2 from the atmosphere. Because it regenerates, it's a renewable material that will never run out. Sugarcane also does this really cool thing where it helps bring nutrients back to the soil it's planted on, even depleted pastureland. It's a material that goes beyond not doing harm--it actually does some good."

Opinion
If you thought removing one vowel from a word to turn it into a business name was a dying trend, think again because bscly has removed ALL three vowels from “basically”. Sure, I get the concept that removing the vowels and maintaining the readability of the word is a metaphor for their product, which is about boiling down an outfit to its most basic form, but it’s still a little eye-roll-y. The logo is typeset in out of the box Lineto Brown so, in principle, it’s fine and it also supports the notion of basic-ness but, yeah, that's all there is to it… Lineto Brown, typeset. I think some kind of gesture to contradict or to spin the name/concept would have been more interesting. The packing is pretty nice, no doubt, in part thanks to the kind of oversize pill shape of the box and its rugged texture. The logo looks pretty good debossed and the tape adds some welcome texture. I don’t know how feasible it is for constant shipping and packaging but I like the alignment of the tape’s design and how the white box that holds the text “THE FOUNDATION KIT” sits right on the rounded corner of the top of the box. Overall, this delivers on its promise of a barebones, design-y product with a barebones, design-y identity with the structural package itself as the more interesting aspect of the whole thing. Intrigued by them sweats tho.

A trio of restaurants that you probably can't go into with beautiful design make up the selection this week, with work from Guadalajara, Melbourne, and Budapest.
“From Heavy, Pop & Pac, and studio NUR”

A trio of restaurants that you probably can't go into with beautiful design make up the selection this week, with work from Guadalajara, Melbourne, and Budapest.

Persephone by Heavy

Persephone is a French style cafe and bakery in Jackson, WY, specializing in making its own breads with old world fermentation techniques and offering breakfast and lunch with locally sourced ingredients. Their identity, designed by Guadalajara, Mexico-based Heavy, has an aesthetic that's as luscious as the nature and landscapes around the town in famed Jackson Hole, with individual rich and detailed illustrations cobbled together in compositions that have great play of scale with, say, an owl being the same size as a whole cabin, giving the materials an almost fairy-tale-ish vibe. All the illustrations are in black and offset by a simple color palette of mint and salmon colors that looks particularly great when overlaid. There is also the ornate logo that adds a delicate touch to the whole package and looks great everywhere, whether it's on gold leaf on the window or baked in at the bottom of a coffee mug. See full project

La Terre by Pop & Pac

La Terre is a high-end restaurant in Chengdu, China, serving organic, seasonal Western dishes. The identity, designed by Melbourne, Australia-based Pop & Pac, is described by them as being "Textured, sensory, and bold" and "inspired by raw natural elements refined to a sophisticated, layered finish", which is exactly what I would have wanted to write so eloquently if this wasn't the end of a long and tumultuous week. Instead, I'll write what I can muster, which is: damn, that's nice. To expand, though, I'm not really sure what all is going on with the gold textures, and the block of clay, and the patterns, and the weathered typography (at the link) but I'm down for this chocolate-y, forest-y, smokey-y, gold-infused concoction. See full project

Traktor by studio NUR

Traktor was -- it looks like they closed recently as their website and social have disappeared but a Tripadvisor review was as recent as February (which I realize is a lifetime in restaurants, especially now) -- a fusion restaurant in Budapest, Hungary, offering farm-to-table ingredients freshly harvested from Hungarian soil. A recent renovation of the space resulted in a clash of a multitude of textures, styles, finishes, and details that are confoundingly eclectic but, also, highly amusing because there is a tractor inside the restaurant so, really, how can you judge that? The identity, by local firm studio NUR follows suit with a matching breadth of design treatments that range from the very elegant thin serif wordmark, to the playful and vibrant veggie patterns, to the slew of minimalist icons. I'm not sure these were meant to be together but they do so in a fairly convincing way and did I mention there is a tractor inside the restaurant? See full project

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

Opinion
There isn’t much to go on for this project and it’s not the best presented case but I thought there was something cool and satisfying about the icon worth sharing. Abstract human sprite shapes are hard and usually a turn-off but I felt like this managed to create something interesting out of that limitation with a contorting abstraction that is sometimes literal (as in the top-left version of the “logo variations” image) and sometimes not at all (as in the bottom-left version where who knows what is going on). The animation manages to capture the pretzeling climbers will put themselves through when going up and sideways on a wall. In static form, the logo is not as successful but it does manage to establish a “fitness” personality. The wordmark is a little a clunky and the descriptor in a light, super-tracked-out serif has nothing to do with anything. The applications could also be a lot better but when the logo is plastered on the gym itself, it comes together nicely and convincingly. Overall, this could use one more round of identity refinement to support the hard-working icon.

Launched in March of 2020, Healist Naturals is a new range of clinically-supported CBD products available in the U.S. that include tinctures, gummies, topicals, and patches that cover four benefits: calm, sleep, relief, and well-being. Made through CO2 extraction that preserves whole-plant ingredients and natural
“Time and CBD Healist All Wounds”

Launched in March of 2020, Healist Naturals is a new range of clinically-supported CBD products available in the U.S. that include tinctures, gummies, topicals, and patches that cover four benefits: calm, sleep, relief, and well-being. Made through CO2 extraction that preserves whole-plant ingredients and natural components better than other, cheaper methods, their products use only natural ingredients, no synthetics, and they even provide a QR code on the packaging that will reveal lab reports -- in general, they seem to be legit about being a good company trying to do good by the CBD industry by "taking action against misinformation, deceptive labelling, and soft truths". The identity and packaging for Healist Naturals has been designed by Leeds, UK-based Robot Food.

We saw science and nature as fundamental pillars of the identity and Healist as the sweet spot in between, harnessing the two. For the brand to be its most impactful, this balance would have to be represented throughout the visual and verbal identity, starting with the creation of the 'H' marque and demonstrated in the reveal of the split packaging.

In a category of cowboys, we needed to reinforce the efficacy of Healist's all-natural ingredients. From a clean, clinical white as the brand's primary colour to lab inspired iconography and detail, science forms the base of the brand, and is used as a consistent, reassuring structure on which the potential of nature and our bodies can be explored.Robot Food project page
Brand statement.
"The 'H' marque captures Healist's spirit. One pillar represents science, the other nature, while a central dot joins the two and is symbolic of equilibrium," says Steph Oglesby, design director at Robot Food.Robot Food provided text
Logo, on its own.
Logo, with botanics.
Your browser does not support the video tag.
Logo animation.

The logo, in plain clothes, is fine for the most part and definitely has a clean clinical feel that is reminiscent of high-end cosmetics, which is not an entirely bad thing. The rationalization on the "H" -- "One pillar represents science, the other nature, while a central dot joins the two and is symbolic of equilibrium" is a little eye-roll-inducing but, sure, it's well played and it gives the logo an ownable trait. When the "H" gets garnished with the ingredients... I dunno... I want to like it and I appreciate the effect, especially with the highly-detailed illustrations, but the floatiness of the ingredients is kind of weird. Still, on its own and as used on the website, the logo is pretty effective in signaling a clean, crisp product.

Healist's product architecture is made up of four benefit ranges, each with its own collection of formats. For greater ease and clarity, we use master illustrations alongside benefit specific colours and iconography to pull each range apart. Each benefit icon nods to the circular focal point of the 'H' marque and representative of the desired effect of each respective benefit.Robot Food project page
Icons.
Guidelines.
With science as a base, we chose to bring nature to life as an adaptable living layer. Every ingredient is carefully considered and chosen for its known benefits - many of which have been around for hundreds if not thousands of years. We took inspiration from botanical drawings to create Healist's master illustration style, illustrating each key ingredient across the Healist range.Robot Food project page
Illustrations.

The illustrations are pretty great and a nice respite from the minimalist trend. I really like how the detailed ingredients are offset by the colorful solid backgrounds and the limited addition of bits and pieces of vector elements on top, achieving a good balance of modern-day science and old-time-y herbal medicine.

Packaging, all variations.
Calm.
Relief.
Sleep.
Well-being.
Your browser does not support the video tag.
Slip cover on the packaging.

The packaging is quite nice, with the "H" acting as a window -- this time literally as a die-cut that reveals the illustration underneath. Aside from that, the packaging does indeed look like plenty of other white-space-heavy packaging with monospace font that could just as well be for beer, coffee, perfume, or CBD. Again, it's nice and the slipcover is a beautiful gesture, but the rest feels very tried and true.

Kit.
Out of home advertising.
Print advertising.
Social media.

The additional applications, mostly advertising, are all fairly nice and convincing -- the first set of posters shown are particularly attractive, mixing all of the identity elements in the right dosage. What the ads demonstrate, though, is how easily the different brand elements can come together effectively in different ways to convey the science-meets-nature positioning of the product. Along with Hanayu, another recent CBD product shown on Brand New recently, the market is starting to get more sophisticated both in product quality and branding efforts that, overall, give this reviewer a sense of calm, relief, and well-being that result in better sleep (as long as I don't read the news).

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

London, UK-based Ryan Panchal answers the question you had no idea you needed answered: "If Mahatma Gandhi had his own candy floss (cotton candy) brand, what would it look like?" This follows up on his equally entertaining "If John Lennon had his own lemonade brand,
Visit Link
London, UK-based Ryan Panchal answers the question you had no idea you needed answered: "If Mahatma Gandhi had his own candy floss (cotton candy) brand, what would it look like?" This follows up on his equally entertaining "If John Lennon had his own lemonade brand, what would it look like?".
http://feedproxy.google.com/~r/ucllc/brandnew/~3/G_cg0Ua19Jc/gandhi_cotton_candy.php
https://www.underconsideration.com/brandnew/archives/gandhi_cotton_candy.php
Wed, 03 Jun 2020 06:58:42 -0600
https://www.underconsideration.com/brandnew/archives/gandhi_cotton_candy.php

(Est. 2017) "Printer’s Ale Manufacturing Co. is a 20-barrel system production brewery & taproom based in Carrollton, Georgia. We are brewing beer with the same precision and love for making things that our family has shared for generations--both as printers and as brewers. We are
“Everything’s A-CMY-OK”

(Est. 2017) "Printer’s Ale Manufacturing Co. is a 20-barrel system production brewery & taproom based in Carrollton, Georgia. We are brewing beer with the same precision and love for making things that our family has shared for generations--both as printers and as brewers. We are tinkerers, entrepreneurs, and dreamers. Allow us to introduce you to the family trades."

Relevant quoteWe worked with Printer’s Ale to develop a strong identity, marrying a beautiful old Jobber press with graphic novels and just a skosh of punk rock. We designed his core lineup of beers to stand out in a crowded Georgia market; Cyan, Magenta, Yellow and Black are named after the inks that print shops use every day.

Printer’s Ale’s branding draws heavy inspiration from the beautiful visual vocabulary or printing—registration marks, halftones and all the lovely imperfections that can arise through the process if putting ink to paper.

Images (opinion after)

Logo.
Secondary logos.
The four beers.
Lots of photos of the 6-packs.
Lots of photos of the bottles.
Neon sign.

Opinion
The logo is a little too heavy on the vintage aesthetic for my taste but the serif part of it is indeed nice — I think it’s the high-contrast “MANUFACTURING CO.” that throws me off, looking like an old diner. The drawing of the press is charming but maybe too detailed. The secondary marks are alight but there is something weird about the diamond-y dingbats — I keep thinking of Northwest Coast art for some reason. Nonetheless, the logo is just an excuse to get to the packaging, which is all kinds of visual and design fun. When a printer launches a brewery with beers named Cyan, Magenta, Yellow, and Black, there is nowhere to go but full CMYK and while this could have been done in some kind of minimalist, sans serif, too-cool-for-school design-y approach, I love how ornate and exuberant it is, with no space anywhere left untouched. I don’t think there is any significant point in overthinking this or waxing philosophical about it, it’s just plain fun and on point.

Established in 2017 and set to open in 2023, the Warsaw Ghetto Museum will disseminate knowledge about "the life, struggle, and extermination of the Polish Jews in the Warsaw ghetto and other ghettos of the German-occupied Poland" through the collection of archival material, artifacts, and
“Naming Names”

Established in 2017 and set to open in 2023, the Warsaw Ghetto Museum will disseminate knowledge about "the life, struggle, and extermination of the Polish Jews in the Warsaw ghetto and other ghettos of the German-occupied Poland" through the collection of archival material, artifacts, and testimonies related to the history of the ghetto. The 2023 opening date is significant as it's the 80th anniversary of the Warsaw Ghetto uprising that lasted a month as Jews tried, but ultimately failed, to overtake the Nazis before being sent to extermination or labor camps. The museum will be housed in the buildings of the former Bersohn and Bauman Children's Hospital, which remained dutifully active for the people of the Ghetto even as it operated under German occupation and remained an active healthcare building until 2014. The museum launched an international graphic competition, organized jointly with the Association of Graphic Designers, in September of 2019 and after working with three finalists* on a paid pitch phase, introduced the winning identity this past April, designed by Vilnius, Lithuania-based DADADA studio.

* In April I posted the identity proposal by Redkroft, a finalist in the competition, but I was not aware that it was a proposal instead of an actual solution approved by the museum. I always check that the work I post on Brand New is real and approved. Sometimes it's not yet implemented on a website but it will show up on social media and I'm 99% certain I remember checking this one and seeing the Redkroft submission logo on the museum's Facebook page but maybe not.

The winning concept of the Lithuanian DADADA Studio translates the mission of the Warsaw Ghetto Museum from the official language into the language of emotions, referring to individual memory. The authors are accompanied by the idea of ​​commemorating specific people, included in the slogan "No one can be forgotten" - we must remember everyone. In addition to the permanent logotype, based on the name of the institution, an algorithm was designed, thanks to which logs can be created almost indefinitely on the basis of specific, historical names and surnames.Warsaw Ghetto Museum press release
Logo.
Logo in Polish and English.

The primary institutional logo -- this opening sentence will make sense after you scroll -- renders the Polish (MGW) and English (WGM) acronyms in a blend of Latin and Hebrew alphabet strokes. This may not be readily apparent to most viewers but I can confirm, as someone that can read Hebrew, I got the effect instantly because the "W" and "M" shape is very similar to the letter "shin". As a counter-argument, without the ability to read Hebrew or the explanation, it looks like the logo could be for a metro museum but, well, that's why the full name is spelled underneath, so not a big problem. It's a good logo but something about it feels unfinished; not sure if it's the single red color or the stiffness of the hard geometric approach to the acronyms... something's missing in the end.

The insights and thinking presented in the identity steps far away from graphic design framework. Memotype, not logotype. Memography, not typography. Memoryment, not monument.

Dadada studio focused on the concept and function of memory in the 21st century.

The visual form not only reflects the connection of Polish and Jewish heritage in the custom typeface, but also endlessly pronounces names of people who lived in the Ghetto or are important to the memory of the Ghetto. Designers also integrated the use of the iconic building of former Bersohn and Bauman Children's Hospital, where Warsaw Ghetto Museum is planned to be opened for public in 2023.DADADA studio provided text
Concept.
Logo generator.
Your browser does not support the video tag.
Logo with names.

The beauty of the logo, or, well, the thinking behind the logo, is that the acronym can disappear and the initials of one of the hundreds of thousands of names of people that were in the ghetto can take its place and the full name of the museum changes to include their name. It's a powerful, thoughtful, and moving idea. The initials are rendered in the same style as the primary museum logo, which was developed into a custom typeface and rolled into a logo generator for ease of use for the museum. As much as I love the idea and, for the most part, I like the visual result, there is also something not quite there about the typeface or the logo compositions. Still, the overall effect is quite memorable and makes a strong statement.

The few applications shown are good. There is not much to say about them other than they all feel appropriate for the museum.

Identity presentation.

Overall, despite a few personal hesitations to get fully on board with the design solution, this is a very thoughtful design that diverges from expected museum solutions (e.g., all-black sans serif logo or logo-as-window) all while honoring the history that the museum is representing.

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

Not enough meat here to create a proper post but worth mentioning that Adobe has updated its main logo and other assets. It all seems... inconsistent and random?
Visit Link
Not enough meat here to create a proper post but worth mentioning that Adobe has updated its main logo and other assets. It all seems... inconsistent and random?
http://feedproxy.google.com/~r/ucllc/brandnew/~3/O8Jdc5Iv0ew/adobe_will_now_update_its_update.php
https://www.underconsideration.com/brandnew/archives/adobe_will_now_update_its_update.php
Tue, 02 Jun 2020 07:03:49 -0600
https://www.underconsideration.com/brandnew/archives/adobe_will_now_update_its_update.php

"Vancouver's North Shore Tourism Association is a destination marketing organization comprised of three municipalities: The District of West Vancouver, The District of North Vancouver, and the City of North Vancouver that promotes the North Shore as a unique, multifaceted, four-season tourist destination."
“More Bang for Shore Buck”

"Vancouver's North Shore Tourism Association is a destination marketing organization comprised of three municipalities: The District of West Vancouver, The District of North Vancouver, and the City of North Vancouver that promotes the North Shore as a unique, multifaceted, four-season tourist destination."

Relevant quoteVancouver’s North Shore’s visual identity represents the massive spectrum of activities and locations within the region. It was important to create a visual identity flexible enough to work alongside visuals from these varied activities and stakeholders as well as partner regions in Vancouver and British Columbia.

The logo’s elongated typography reflects the destination’s multiple perspectives with a nod to its history and indigenous carvings and the mountainous landscape visible from Downtown Vancouver that the area is so well known for.

We created a visual identity system that underscores The North Shores strengths: Community spirit, Outdoor recreation, Nature, and the proximity to the City of Vancouver. The vibrant and bold colours are inspired from the regions heritage and roots.

Opinion
The old logo was pretty bad, with a strange icon that looked like buildings in a forest being washed by a wave and some clunky typography with some really strange “R”s. The new logo immediately feels more outdoorsy and exciting with the shifting and dipping heights of the letters that interlock convincingly enough — I question the larger space under the “T” but other than that it gets the point across. My main concern with the logo would be that it has a similar vibe to that of Super Natural British Columbia, which is exacerbated by that logo appearing on VNC’s website. The logo works nicely in the color palette, which has a good range of unexpected colors (i.e., it’s not all greens), and I really like the effect it has when it gets cropped in the multi-color version. The applications start off good with great outdoor pictures and the logo and some badges but then things start to go south (ha! get it?) with the use of a unicase font, Charoe, and some warped headlines, both of which feel forced into what’s otherwise a bold and confident identity. Overall, this has the right intention but maybe just needs to be pared back in how many visual languages it tries to dig into.

Established in 1984, Dustin is an online based IT-partner with operations in the Nordics and the Netherlands, offering both the products and the hardware as well as the services necessary for companies to establish their IT infrastructures. Dustin began by selling computer-related products -- colored
“All we are is Dustin the Wind”

Established in 1984, Dustin is an online based IT-partner with operations in the Nordics and the Netherlands, offering both the products and the hardware as well as the services necessary for companies to establish their IT infrastructures. Dustin began by selling computer-related products -- colored floppy disks were their best-sellers -- by mail order, opening their online store in 1995, and expanding its reach from Sweden to Denmark, Norway, Finland, and the Netherlands through a number of acquisitions. Now, listed on Nasdaq Stockholm and with more than 1,800 employees, Dustin offers over 255,000 products and IT management services across three business segments: SMB (Small and Medium Sized Businesses), LCP (Large Corporate and Public), and B2C (Business to Consumer). Earlier this year, Dustin introduced a new identity designed by Stockholm, Sweden-based Kurppa Hosk.

[A] new brand platform was developed with a brand promise as one of the principal elements: "We keep things moving".

To further clarify Dustin's intent this was complemented by a mission statement: "To provide the right IT solution, to the right customer and user. At the right time. And the right price."

By delivering on the brand promise and mission, Dustin can make a new vision come true: "To help our customers stay in the forefront".

To emphasize Dustin's unrelenting focus on sustainability in all business practices, a new guiding direction was also defined: "Enabling the circularity movement".Kurppa Hosk project page
Brand promise.
To articulate the new direction of the company and the brand Kurppa Hosk proceeded with the development of a new visual identity including logotype, typography, colors, imagery and iconography. The design elements share a visual DNA ensuring a coherent, yet dynamic, expression across all touch points. The result is a forward looking take on the IT industry, optimized for a digital future.Kurppa Hosk project page
Logo.
Your browser does not support the video tag.
Logo animation.
Logo on photo.

The old logo, despite its apparent simplicity, had too many unnecessary things going on: the open "D", the "ti" ligature, and the blue tittle. Sadly, none of it amounted to something meaningful or cohesive. The new logo introduces an icon that gives visual form to the brand promise -- "We keep things moving" -- with a forward arrowhead inside a curved-corner hexagon that yields an unexpectedly bad-ass icon, one of my favorites in a long time. I love the tension created by the blunt corners of the triangle against the curves of the hexagon and the animation does exactly what my brain wants the icon to do, which is spin the two elements in place, counter to each other. I also like how the triangle can be interpreted as an abstract "D" but even without that read, it's just an excellent, rather unique icon. The wordmark is good and introduces a similar contrast of blunt-vs-curved in the notches of the letters, which then extends into the full custom type family.

Your browser does not support the video tag.
Custom typeface.

By now I probably don't have to tell you how much I enjoy ink traps, so I'm predisposed to like this and I do. Especially those numerals. I feel like we've seen a number of heavily inktrapped custom fonts recently and this one, in a way, is not that different but I really appreciate how it ties in with the icon.

The applications are fairly straightforward in that there isn't a whole lot going on in the layouts... it's usually just the logo and type but the balance and contrast of the minimal elements are very nicely nuanced, able to shift from big and bold to small and subtle tones easily.

Logo on buildings.
Identity presentation video.

Overall, this has a kind of highly engineered aesthetic where everything has been precisely sized and placed, making the company feel like an IT service and product provider at the top of its game.

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.